This document provides an overview of key concepts in services marketing. It begins with defining services marketing and outlining its characteristics. It then discusses the evaluation and growth of the service sector. Key topics covered include the nature and classification of services, challenges in services marketing, assessing market potential, and the marketing mix. The document also examines segments like service design, delivery, pricing, promotion, and strategies for different industries like healthcare, hospitality, and tourism.
services marketing and 7 ps of marketingrinkysidhu
This ppt contains basics of services marketing, characteristics and the difference between goods and services. It also include 7 ps of services marketing
Offering a unique service which was not not earlier offered into the market is called new service and the process of designing such new service is called New Service Development.
services marketing and 7 ps of marketingrinkysidhu
This ppt contains basics of services marketing, characteristics and the difference between goods and services. It also include 7 ps of services marketing
Offering a unique service which was not not earlier offered into the market is called new service and the process of designing such new service is called New Service Development.
Customer Behaviour in Service Encounters (C2)M.docxalanrgibson41217
Customer Behaviour in Service Encounters (C2)
Marketing of Services
*
Developing Effective Service Marketing Strategies
Understanding Customer Needs, Decision Making, and Behaviour in Service Encounters
BA 3371
Building the Service Model
Managing the Customer Interface
Implementing Profitable Service Strategies
*
Developing Effective Service Marketing Strategies
Two Key Themes in Part I of the
Services Marketing Strategy Framework:
Differences among Services Affect
Customer Behaviour
Three-Stage Model of Service Consumption
BA 3371
Prepurchase Stage: Search, evaluation of alternatives, decision
Service Encounter Stage: Role in high-contact vs. low-contact delivery
Post-Encounter Stage: Evaluation against expectations, future intentions
*
Learning ObjectivesUnderstanding the Service Act is key to satisfied customersDetermine the service management challenges of the 4 categories of the service actBetter manage service encounters by understanding service consumption, expectations and perceived risksExamine key elements of the customer service encounter
BA 3371
*
Differences in Services Affect Customer BehaviourConsumers often involved in service production and may have preferences for service deliveryService marketers need to understand how customers interact with service operationsBased on differences in nature of service act (tangible/intangible) and who or what is direct recipient of service (people/possessions), there are four categories of services:People processingPossession processingMental stimulus processingInformation processing
BA 3371
*
Four Categories of Services
BA 3371
Information processing
(services directed at intangible assets): Accounting Banking
Nature of the Service Act
People
Possessions
Tangible Actions
People processing
(services directed at people’s bodies): Barbers Health care
Who or What Is the Direct Recipient of the Service?
Possession processing
(services directed at physical possessions): Refueling Disposal/recycling
Mental stimulus processing
(services directed at people’s minds): Education Advertising/PR
Intangible Actions
*
People ProcessingCustomers must:Physically enter the service factoryCo-operate actively with the service operationManagers should think about process and output from customer’s perspective To identify benefits created and non-financial costs:
Time, mental, physical effort
Four Categories Of Services
BA 3371
*
Possession Processing
Possession ProcessingCustomers are less physically involved compared to people processing servicesInvolvement is limitedProduction and consumption are separable
BA 3371
*
Mental Stimulus Processing
Mental Stimulus ProcessingEthical standards required when customers who depend on such services can potentially be manipulated by suppliersPhysical presence of recipients not requiredCore content of services is information-basedCan be “inventoried”
BA 3371
*
Informatio.
Moving Beyond Customer Experience Towards Customer EngagementSeymourSloan
In a changing market, we need to look at how customers are managed within businesses. For too long the debate was around experience, which ignored the richness of the opportunities available to really build relatioinships with customers. Rather, we suggest looking at the model from an engagement perspective and understanding how to make the relatioinship multi-way.
Introduction of Services Marketing • Services Marketing Concept, Distinctive Characteristics of Services, Services Marketing Triangle, Purchase Process for Services, Marketing Challenges of Services • Role of Services in Modern Economy, Services Marketing Environment • Goods vs Services Marketing, Goods Services Continuum • Consumer Behaviour, Positioning a Service in the Market Place • Variations in Customer Involvement, Impact of Service Recovery Efforts on Consumer Loyalty • Type of Contact: High Contact Services and Low Contact Services • Sensitivity to Customers’ Reluctance to Change
This report is prepared in order to assess a customer journey map is merely an illustration of all the touch-points when customers come into contact with Keells Super online or offline platforms. And using the surveys to gather voice of customer insights about the Keells Super experience is a great way to understand how our customers and the company are performing in the eyes of consumers.
Raising customer experience bar with cx toolseTailing India
Hello friends, after a great week of learning on Goods and Services Tax, we continue our Customer Experience series again! Here’s the 14th part of it where we see some of the tools used in improving Customer Experience (CX).
We see a guide to implement CX reforms with these below tools:
1. JOURNEY MAPPING
Journey mapping uses data gathered from surveys, customer interviews and focus groups to understand exactly how users engage with an organization.
Customer Behaviour in Service Encounters (C2)M.docxalanrgibson41217
Customer Behaviour in Service Encounters (C2)
Marketing of Services
*
Developing Effective Service Marketing Strategies
Understanding Customer Needs, Decision Making, and Behaviour in Service Encounters
BA 3371
Building the Service Model
Managing the Customer Interface
Implementing Profitable Service Strategies
*
Developing Effective Service Marketing Strategies
Two Key Themes in Part I of the
Services Marketing Strategy Framework:
Differences among Services Affect
Customer Behaviour
Three-Stage Model of Service Consumption
BA 3371
Prepurchase Stage: Search, evaluation of alternatives, decision
Service Encounter Stage: Role in high-contact vs. low-contact delivery
Post-Encounter Stage: Evaluation against expectations, future intentions
*
Learning ObjectivesUnderstanding the Service Act is key to satisfied customersDetermine the service management challenges of the 4 categories of the service actBetter manage service encounters by understanding service consumption, expectations and perceived risksExamine key elements of the customer service encounter
BA 3371
*
Differences in Services Affect Customer BehaviourConsumers often involved in service production and may have preferences for service deliveryService marketers need to understand how customers interact with service operationsBased on differences in nature of service act (tangible/intangible) and who or what is direct recipient of service (people/possessions), there are four categories of services:People processingPossession processingMental stimulus processingInformation processing
BA 3371
*
Four Categories of Services
BA 3371
Information processing
(services directed at intangible assets): Accounting Banking
Nature of the Service Act
People
Possessions
Tangible Actions
People processing
(services directed at people’s bodies): Barbers Health care
Who or What Is the Direct Recipient of the Service?
Possession processing
(services directed at physical possessions): Refueling Disposal/recycling
Mental stimulus processing
(services directed at people’s minds): Education Advertising/PR
Intangible Actions
*
People ProcessingCustomers must:Physically enter the service factoryCo-operate actively with the service operationManagers should think about process and output from customer’s perspective To identify benefits created and non-financial costs:
Time, mental, physical effort
Four Categories Of Services
BA 3371
*
Possession Processing
Possession ProcessingCustomers are less physically involved compared to people processing servicesInvolvement is limitedProduction and consumption are separable
BA 3371
*
Mental Stimulus Processing
Mental Stimulus ProcessingEthical standards required when customers who depend on such services can potentially be manipulated by suppliersPhysical presence of recipients not requiredCore content of services is information-basedCan be “inventoried”
BA 3371
*
Informatio.
Moving Beyond Customer Experience Towards Customer EngagementSeymourSloan
In a changing market, we need to look at how customers are managed within businesses. For too long the debate was around experience, which ignored the richness of the opportunities available to really build relatioinships with customers. Rather, we suggest looking at the model from an engagement perspective and understanding how to make the relatioinship multi-way.
Introduction of Services Marketing • Services Marketing Concept, Distinctive Characteristics of Services, Services Marketing Triangle, Purchase Process for Services, Marketing Challenges of Services • Role of Services in Modern Economy, Services Marketing Environment • Goods vs Services Marketing, Goods Services Continuum • Consumer Behaviour, Positioning a Service in the Market Place • Variations in Customer Involvement, Impact of Service Recovery Efforts on Consumer Loyalty • Type of Contact: High Contact Services and Low Contact Services • Sensitivity to Customers’ Reluctance to Change
This report is prepared in order to assess a customer journey map is merely an illustration of all the touch-points when customers come into contact with Keells Super online or offline platforms. And using the surveys to gather voice of customer insights about the Keells Super experience is a great way to understand how our customers and the company are performing in the eyes of consumers.
Raising customer experience bar with cx toolseTailing India
Hello friends, after a great week of learning on Goods and Services Tax, we continue our Customer Experience series again! Here’s the 14th part of it where we see some of the tools used in improving Customer Experience (CX).
We see a guide to implement CX reforms with these below tools:
1. JOURNEY MAPPING
Journey mapping uses data gathered from surveys, customer interviews and focus groups to understand exactly how users engage with an organization.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
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One of the final stages of shopping abandonment occurs is the checkout page.
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So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
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This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
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[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
What is digital marketing And why is it used?125albina
Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a target audience. It encompasses a wide range of activities, including search engine optimization (SEO), social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising, and more. The primary goal of digital marketing is to connect with potential customers where they spend much of their time: online. My Website: https://dev-topdigitalmarketingagency.pantheonsite.io/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
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3. TABLE OF CONTENT
Introduction
Definition
Characteristics
Evaluation and growth of service sector
Natute and scope of service sector
Classification of services
Challenges and issues in services marketing
4.
5. INTRODUCTION FOR SERVICE
MARKETING
Service is an act or performance offered by one party to
another that essentially intangible and does not normally
result in ownership of anything. Its product may or may
not be tied the physical product.
6. DEFINITION
The American Marketing Association defines services
marketing as an organizational function and a set of
processes for identifying or creating, communicating,
and delivering value to customers and for managing
customer relationship in a way that benefit the
organization and stake-holders.
9. EVALUATION OF SERVICE SECTOR
The service sector, also known as the tertiary sector, is the
third tier in the three-sector economy. Instead of product
production, this sector produces services maintenance and
repairs, training, or consulting.
Examples of service sector jobs include housekeeping,
tours, nursing, and teaching.
10. GROWTH OF SERVICE SECTOR
The services sector is a key driver of India’s economic
growth. The sector contributed 55.39% to India’s Gross
Value Added at current price in FY20#. GVA at basic
prices at current prices in the second quarter of 2020-21
is estimated at Rs. 42.80 lakh crore (US$ 580.80 billion),
against Rs.
11. NATURE OF SERVICE SECTOR
Intangibility.
Inconsistency.
Inseparability.
Storage.
12.
13. INTANGIBILITY
A service is not a physical product that you can
touch or see. A service can be experienced by the
buyer or the receiver. Also, you can not judge the
quality of the service before consumption.
14. INCONSISTENCY
There can be no perfect standardization of
services. Even if the service provider remains
the same, the quality of the service may
differ from time to time.
15. INSEPARABILITY
One unique characteristic of services is that
the service and the service provider cannot
be separated. Unlike with goods/products
the manufacturing and the consumption of
services cannot be separated by storage.
16. STORAGE
The production and consumption of services are
not inseparable because storage of services is not
possible. Being an intangible transaction there can
never be an inventory of services.
17. SCOPE OF SERVICES
A scope of services sets out precisely what
services a consultant will be performing on a
project. Scopes of services may also be prepared
for contractors where they are carrying out
design work, or for consultants appointed by
contractors on design and build projects.
18. CLASIFICATION OF SERVICES
Classification of Service Marketing – 2 Major
Classification:
Consumer Service Marketing
Industrial Service Marketing.
19.
20. THE CHALLENGES OF SERVICE MARKETING
1. ININTANGIBILITY
2. LACK OF OWNERSHIP
3. PERISHABILITY
4. HETEROGENEITY
5. INTERACTIVITY
21. ISSUES IN SERVICE MARKETING
Shifting customer priorities and expectations
Contact through multiple channels
Surprising demographics
Greater importance placed on customer service
Move towards frequent testing
23. ASSESSING MARKET SERVICE POTENTIAL
A market opportunity assessment is the
process of synthesising market research and
client data to identify opportunities for
growth in a specific market or business area
and formulate an actionable strategy to
realise this growth.
24. ELEMENTS TO DETERMINE MARKET
POTENTIAL
Market Size.
Market growth rate.
Profitability.
Competition.
Product and consumer type.
25.
26. MARKETING MIX
DEFINITION:
. A marketing mix includes multiple areas of focus as
part of a comprehensive marketing plan. The term often
refers to a common classification that began as the four Ps:
product, price, placement, and promotion.
Effective marketing touches on a broad range of
areas as opposed to fixating on one message.
27. The 7 Ps of Marketing
Product
Prices
Promotion
Packaging
Place
Positioning
People
28. SERVICE MARKETING ENVIRONMENT
The service marketing environment refers to all
internal and external factors, which directly or
indirectly influence the organization’s decisions
related to marketing activities. Internal factors are
within the control of an organization; whereas,
external factors do not fall within its control.
29.
30. SERVICE MARKETING TRENDS
10 Trends identified in the Service Sector in 21st Century
Personalization
Understanding of Customer Expectation
Credibility
Simplification
Internationalization
32. SERVICE MARKETING SEGMENTATION
Market segmentation is the process
of dividing an entire market up into
different customer segments.
Targeting or target marketing then
entails deciding which potential
customer segments the company will
focus on.
34. SERVICE MARKETING TARGETING AND
POSITIONING
What Is the STP Marketing Model?
The STP Marketing Model can help you to analyze
your product offering and the way you communicate its benefits
and value to specific groups.
STP stands for:
Segment your market.
Target your best customers.
Position your offering.
35. CONSUMER EVALUATION OF SERVICES
Companies that conduct customer service evaluations are
looking for honest feedback about the levels of service their
employees provide to consumers.
Evaluations – either Web-based, snail mail, focus groups, by
phone or in person – help a business see how the company
operates from different perspectives.
36. ROLE OF CULTURE IN SERVICE
MARKETING
Culture has a huge effect on consumer behaviours. It is what
determines why certain products sell well amongst certain ages,
nationalities and businesses but not in others. It's what actually
moulds target audiences. At a global scale, what sells well in the
Western world, may not in the Middle East.
37. CUSTOMER EXPECTATIONS OF SERVICE
Customer expectations are what customers predict will happen if
they use a product or service. Before they decide to make a
purchase, customers gather and interpret information about the
product, which influences how they view the product and its
quality.
38. SERVICE QUALITY
Service quality is a measure of how an
organization delivers its services
compared to the expectations of its
customers. Customers purchase
services as a response to specific
needs.
39. SERVICE ENCOUNTERS
A service encounter is defined as a
moment when a customer interacts
with a service or product for the first
time. It is the customer's actual
interaction with a service company. It
is identified as a key component of the
current agenda for service marketers.
40. RELATIONSHIP MARKETING
Relationship Marketing is a strategy of
Customer Relationship Management
(CRM) that emphasizes customer
retention, satisfaction, and lifetime
customer value. Its purpose is to market to
current customers versus new customer
acquisition through sales and advertising.
41.
42. CUSTOMER LIFETIME VALUE
Customer lifetime value (CLV) is a measure of the average
customer’s revenue generated over their entire relationship with a
company. Comparing CLV to customer acquisition cost is a quick
method of estimating a customer’s profitability and the business’s
potential for long-term growth.
43. CUSTOMER PROFITABILITY
Customer profitability (CP) is the
profit the firm makes from serving
a customer or customer group over
a specified period of time,
specifically the difference between
the revenues earned from and the
costs associated with the customer
relationship in a specified period.
44. SERVICE RECOVERY
Service recovery is a company's
resolution of a problem from a
dissatisfied customer, converting
them into a loyal customer. It is
the action a service provider takes
in response to service failure.
45. SERVICE FAILURE
A service failure, simply defined, is service
performance that fails to meet a customer’s
expectations. Typically, when a service failure
occurs, a customer will expect to be
compensated for the inconvenience in the
form of any combination of refunds, credits,
discounts, or apologies.
47. SERVICE LIFE CYCLE
Service lifecycle is an approach to IT Service Management
that places an emphasis on how important coordination and
control is, across the various functions, processes, and
systems that are necessary to manage the complete
lifecycle of IT services.
48.
49. NEW SERVICE DEVELOPMENT
Service development is the end-to-end process of developing
and launching a new service to be sold to customers. This
typically includes market research, service strategy, customer
experience, marketing, operations and launch of a new service.
50. SERVICE BLUE PRINT
DEFINITION
A service blueprint is a diagram that visualizes the
relationships between different service components —
people, props (physical or digital evidence), and processes —
that are directly tied to touchpoints in a specific customer
journey. Think of service blueprints as a part two to customer
journey maps.
51. Why is service blueprinting important?
A service blueprint gives a complete picture of how the
service and related experience is delivered, end to end, front
to back and across channels. It is a powerful tool that
simultaneously provides a high-level view of the user
experience and a detailed view of what is going on below the
surface.
52. GAPs model of service quality
The GAP Model of Service quality helps to identify the gaps
between the perceived service and the expected service. Five
Gaps occur in the Service Delivery Process Like The gap
between Customer Expectation and Management Perception,
Service Quality Specification and Management Perception and
many more.
53.
54. MEASURING SERVICE QUALITY
Service quality measurement is the significant managerial
tool to understand consumers’ needs and wants by
analyzing the experience of consumers in the service
provided. It can help firms to find their weaknesses and
advantages to make a better service for consumers.
55.
56. 9 Practical Methods for Measuring
Service Quality
SERVQUAL
Post-service ratings
Follow-up surveys
In-app surveys
Mystery shopping
Documentation analysis
Customer effort score (CES)
First contact resolution ratio
Metrics analysis
57. SERVQUAL
SERVQUAL is a multi-dimensional research
instrument designed to capture consumer expectations
and perceptions of a service along five dimensions that
are believed to represent service quality.
58.
59. SERVICE QUALITY FUNCTION
DEVELOPMENT
QFD is a systematic method to help identify customers’
needs for designing a product (or service) in a way that it
considers the customers’ needs first time .
The QFD approach uses a matrix format that looks like a
house and, hence, it is also known as the “House of
Quality” (HoQ).
60.
61.
62. PHYSICAL EVIDENCE
Physical evidence refers to everything your customers see
when interacting with your business. This includes: the
physical environment where you provide the product or
service. The layout or interior design. Your packaging.
64. EFFECT OF PRICING
The impact that a change in value has on the
consumer demand for a product or service in
the market. The price effect can also refer to
the impact that an event has on something’s
price.
65.
66. APPROACHES AND STRATEGIES
Approaches
Approach deal with general philosophies of
teaching. Methods deal with more practical nuts and bolts.
Strategies
Strategies deal with specific actions.
68. Positioning of service
Positioning is defined as the process of establishing
and maintaining a distinctive place in the market for an
organisation and/or its products/services offerings. This
is the creating of a distinct place in the minds of a
customer, or the perception of a customer w.r.t. other
companies or their products/services.
69.
70. Designing service delivery system
Congruency between target market, service concept,
and service delivery system design is often emphasised
as a means to successfully deploy business strategy and
attain levels of performance in customer satisfaction,
retention, and overall profitability.
71.
72. Service channel
Service channels aid companies in carrying out business
transactions. The term supply chain is used to describe the
long channel stretching from acquiring raw materials to
delivering finished products to customers. The supply
chain channel includes elements of other marketing
channels.
73.
74. Pricing of services
Definition:
The Pricing Methods are the ways in which the price of
goods and services can be calculated by considering all the
factors such as the product/service, competition, target audience,
product's life cycle, firm's vision of expansion, etc. influencing
the pricing strategy as a whole.
75.
76. Pricing of service methods
Cost plus pricing.
Mark-up pricing.
Break-even pricing.
Target return pricig.
Early cash recovery pricing.
77. Service Marketing triangle
A service marketing triangle is a marketing framework
that includes three key types of marketing that help your
audience understand what makes your business unique
and useful for their needs. These are internal marketing,
external marketing and interactive marketing.
78.
79. Integrated service marketing
Integrated marketing communication refers to
integrating all the methods of brand promotion to
promote a particular product or service among target
customers. In integrated marketing communication, all
aspects of marketing communication work together for
increased sales and maximum cost effectiveness.
80.
81. Service culture
“We define service culture as] a shared purpose where
everyone is focused on creating value for others inside and
outside the organization.”
Our shorthand definition of service culture is “where
employees are obsessed with customer service.”
82.
83. Communication
Marketing Communication can be defined as the methodologies
and tactics adopted by the companies to convey the messages in
a unique and creative manner to their existing and prospective
customers about their offerings of products and services.
84.
85. Delivery service through intermediaries
The service principal is the originator and the service
deliverer is the intermediary. The service principal is the
entity which creates the service concept. The service
deliverer is the entity which deals with the customers
during the execution of the service
86. E_ channel
Electronic Channel means any telecommunication or electronic
transmission method which may be used in connection with a
Money Market Deposit or service, including any computer,
email, facsimile, internet, network, SWIFT or the SWIFT
network, wire transfer system.
87. Franchising
A franchise (or franchising) is a method of distributing
products or services involving a franchisor, who establishes
the brand’s trademark or trade name and a business system,
and a franchisee, who pays a royalty and often an initial fee
for the right to do business under the franchisor’s name and
system.
88. Managing demand and capacity
Demand management is an attempt to shift demand, while
capacity management is a response to demand. This is a
large area of study, encompassing a number of topics within
operations and marketing.
Both long and short‐term decisions are required to fully
manage demand and capacity.
89. Yield management
Yield management systems attempt to use historical data
and specialized algorithms to determine the optimal price
to sell the inventory. These systems can work in real-
time and change prices based on demand.
92. Health care
Strategic planning in healthcare organizations involves
creating objectives and setting goals for where the
organization sees itself in the long-term. With these goals and
objectives in mind, you can create a plan to achieve them
93.
94. Hospitality
A guestologist seeks to understand and plan for the
expectations of an organization’s targeted customers
before they ever enter the service setting, so that
everything is ready for each guest to have a successful
and enjoyable experience.
95.
96. Tourism
A tourism marketing strategy is a structured document that
outlines your current position in the marketplace, what you
hope to achieve going forward, and how you’re going to
make that happen. In other words, it provides a framework,
so you’re not floundering around, wondering what to do next
97.
98. Financial logistics
Logistics refers to the overall process of managing how
resources are acquired, stored, and transported to their
final destination. Logistics management involves
identifying prospective distributors and suppliers and
determining their effectiveness and accessibility.
99.
100. Education consultancy
An Educational Consultant (EC) is a consultant who helps
parents/students and organizations with educational planning.
An EC offers similar services to school counselors, but is
normally self-employed or employed by consulting firms,
while school counselors are employed by schools.
101.
102. Entertainment utility information
technique service
Entertainment service management is the system for
coordinating field service operations. It includes
scheduling work orders, dispatching service technicians,
tracking labor hours and job statuses and invoicing the
completed job.
103. Public utility information technique
service
Public utilities are services provided by the
government or state, such as the supply of
electricity and gas, or the train network. Water
supplies and other public utilities were badly
affected.
104. Closing customer gaps
Listen to your customers.
Find out what your agents know.
Experience the customer journey firsthand
Implement changes in your business that will narrow
the gap
Understand that it’s an ongoing process.
105.
106. Strategies to match promises
Focus on the tangibles.
Use brand icons to make the service tangible.
Use association, physical representation, documentation and
visualization.
Feature service employees in communication.
Feature satisfied customers in the communication.
107. Integrated service
computer networking, integrated services or IntServ is
an architecture that specifies the elements to guarantee
quality of service (QoS) on networks. IntServ can for
example be used to allow video and sound to reach the
receiver without interruption.
108.
109. Marketing communications
Marketing communications strategy is the strategy used by a
company or individual to reach their target market through various
types of communication. It includes your message the medium and
the target.